12 Production Values

Refer to the style and quality of a media presentation. They are roughly analogous to grammar in print in that these elements influence: 1. The way in which the audience receives the information. 2. The emphasis, or interpretation, placed on the information by the media communicator. 3. The reaction of the audience to the information.

Editing: refers to the selection and arrangement of information.

Color: a visual element that can have a powerful effect on the way that audiences respond to a media presentation.

Lighting: The amount of light used in a visual medium can effect the mood. Brightly lit presentations evoke a feeling of security and happiness, while a dimly lit presentation creates an atmosphere of mystery and apprehension. The source of the light can also convey messages.

Shape: This refers to the movement and direction of the line. It is how our eyes move and focus on the screen action. A circle possesses a mystical quality, is complete, and represents endlessness and wholeness. A square is precise and balanced, representing stability and fairness. A triangle consists of radical angles and is associated motion, conflict, tension, and power.

Scale: The relative size between objects. The larger the object appears, the more important it seems.

Relative Position: Where a character or object appears on the screen. Objects appearing toward the front attract immediate attention, whereas things in the background are generally considered of secondary importance.

Movement: This principle reduces the distance between illusion and reality and, in the process, also narrows the distinction between media and reality. With lifelike movements, the audience tends to assume that the events depicted are true and will believe the messages conveyed upon the screen. Moving away from the audience can signal abandonment or resolution; toward the audience equals friendliness or aggression; upwards is often positive; and downward is often a negative signal.

Point of View: The source of information- who tells the story. This is greatly influenced by the camera angle.

Angle: The level at which the camera is shooting in relation to the subject. The choice of angle can effect the audience’s attitude toward the subject. The relative size between objects. The larger the object appears, the more important it seems. A person filmed form a high angle looks small weak frightened, or vulnerable. In contrast, a person filmed from a low angle appears larger, more important, powerful.

Connotation: The meaning associated with a word beyond its denotative, or dictionary, definition. The meaning of a connotative word is universally understood and agreed upon.

Performance: The actors ability of convey a message by using verbal and non-verbal skills.

Sound: Sends very subtle messages, by either enhancing or altering moods. It occurs in different forms; dialogue, music, background sound, which includes natural sounds and sound effects.